Welcome! Today we’re introducing a fun new feature to Heather’s Monday how-to video blog series: answering your questions! Yes, Heather is accepting questions you may have regarding anything SEO, content marketing, and web writing, then answering via her video blog post. How cool is that?
Today’s post answers one of Heather’s most frequently asked questions: “I’ve had this website for awhile and I want to make some changes, but I don’t know what to check out or where to start.”
Listen in, as Heather addresses what you should be checking out right now, and other tips to ramp up your web copy and content marketing!
1. Revisit Your Marketing (A Good Thing)
It’s an inescapable truism: with any website or marketing material that we’ve been looking at for awhile, we tend to lose the “fresh” perspective of our prospect and it simply gets stale. But this sticking point is actually a fantastic opportunity to revisit your marketing, and the starting point for that is analytics.
2. What’s Working? What’s Not? (Check Your Analytics)
For those of you who are averse to analytics, please don’t be! No need: it’s not too difficult or techie. Really! Embrace analytics as your friend! Analytics offer incredible information at your fingertips that shows you what pages are resonating with your audience, as well as those that are “clunky” and could be improved upon to do more for your conversions.
But if you’re simply allergic to analytics, consider bringing on some one who can help you. Once you’ve a handle on the data, you can start making some really smart, informed decisions about what is working for your site as well as what needs tweaking.
3. Are You Boring Your Readers or Engaging Them? (Customer Persona, Tone and Feel)
It’s always a smart move to revisit the tone and feel of your site: is it resonating with your customer persona? How does your content “sound” to your perfect prospect? Are you engaging your reader?
Now that companies have begun to emerge from the recession, it’s delightful to see them want to reinvest in their website copy, and especially to re-invest in their sites’ tone and feel. This renewal presents a fabulous opportunity for reviewing and updating their customer persona — or begin to build one — by figuring out what makes their prospects tick.
This doesn’t mean that you have to sound “corporate” in your tone and feel. But by all means, play with the tone and feel and see what happens, then write content that is tightly wrapped around your customer persona.
Again, this is where you check your analytics to see what is working and what is not.
4. What New Opportunities Can You Explore?
Some folks may have had to hold back due to tight finances, and so haven’t invested the time, energy, or other resources necessary to building a blog, a Twitter presence, or other social media profile. Maybe now is the time to do so, as blogs and other social media platforms present great new opportunities to:
- Connect and engage with your customers
- Show prospects that you have what they’re looking for
- Prove yourself as an “expert resource” for your customer
And that is when your customers are going to feel more comfortable and confident in buying from you, asking you for more information, or otherwise converting!
5. Think of Content Opportunities That Might Make Sense for You
Some social media platforms or venues may make far more sense for you than others. There are so many opportunities out there, and it truly is up to you to decide what works best for you! For instance, Facebook might be best for B2C, while LinkedIn and white papers may prove the best venue for B2B.
Thanks for tuning in to this inaugural Heather Q&A how-to!